Will Ferrell's strange Old Milwaukee ads that no one sees are rapidly becoming a Super Bowl tradition. Last year's aired in North Platte, Neb., the second-smallest TV market in the country. Last night's—a solid minute of Ferrell making out with an Asian lady as Chinese music swells and the camera pulls out to show a six-pack of beer—actually appeared in three tiny markets.

Whatever the ad buy, it's relatively cheap—and surely a wise investment. Think about it: you just watched an entire commercial for Old Milwaukee. How many commercials did you give your full attention last night, even as companies paid $3.8 million for 30 seconds of national exposure? How many did you pass along to your friends? Maybe Chrysler should have had Paul Harvey tongue a woman on a bus.